Devoted to branding and building and protecting brands

...Flog your "newest technology" instead of talking in terms of the next-generation application. The latter means something to people who buy hi-tech gear. The former is of interest only to your friends and family (and probably a tiny minority of them).
...Rhapsodize about your "elegant architecture" at the expense of talking about an emerging standard. The latter resonates with paying customers much more than a treatise on architecture.
...Insist on "best-product" positioning rather than promoting your growing installed base.
...Talk about your product as being the "easiest to use" and ignore any reference to the expansion of your third-party support.
…Sell on price and not cost of ownership.
...Bore people with your “unique functionality” and skip the beef: quality of support!
...Insist on seeing your product as “the next big thing” when it ought be positioned as a “relevant alternative”.

In each case above, the language of choice addresses the concerns and issues of your customer. It's informed from the outside. From outside-in, not inside-out.  Markeint that really gives people reasons to buy is the outside-in variety.  You're throwing money away doing anything else.